DHM Markets/Marketers: Per capita production

We've all heard about per capita milk consumption – how many pounds of dairy products we consume annually on a milk equivalent basis. Hint: It's about 600 lbs. per person in the United States.

But what about per capita milk production? The Central federal milk marketing order administrator's office tracks per capita milk production annually, identifying states producing enough milk within their borders to meet the needs of their population. When compared with population estimates, the information helps reflect the aggregate supply and demand balance for individual states and regions throughout the U.S.

According to the Central order's February Marketing Service Bulletin, 18 states produced enough milk in 2013 to meet the needs of their state residents. Six of the top 10 milk production states are also in the top 10 in per capita production: California, Idaho, Michigan, Minnesota, New Mexico and Wisconsin. Others included Vermont, South Dakota, Iowa, Kansas, Washington, Pennsylvania, Utah, New York, Arizona, Oregon, Colorado and Nebraska.

The leader in per capita production was Idaho, which produced 8,331 lbs. of milk for each resident in 2013. Idaho produced about 6.7% per the U.S. milk supply in 2013, but had just 0.51% of the U.S. population.

Wisconsin was second, at 4,801 lbs. It produced 13.7% of total U.S. milk, but had just 1.8% of the U.S. population.

Nationally, U.S. per capita production for 2013 was 636.5 lbs., down 2.4 lbs. (-0.4%) compared with 2012. However, U.S. per capita production growth has been outpacing population growth, up 12.3 lbs. (+2.0%) between 2008 and 2013.

Saputo Cheese USA Inc. has been granted a 2014 American Package Design Award from Graphic Design USA magazine for the redesign of its Joan of Arc® brand.

The Joan of Arc® cheese line – imported since 1918 – features a variety of French and French-style favorites. The redesign was first introduced on the brand’s brie cheeses in 2013; the award-winning look will be rolled out to the brand’s remaining offerings this spring.

Graphic Design USA magazine has sponsored national competitions for five decades, recognizing graphic designers. This year’s competition received 1,800 entries, placing Saputo’s winning entry among the best designed and most innovative packaging in the food and beverage industry.

Following widespread reports that the “got milk?” slogan has been shelved, the California Milk Processor Board (CMPB) said the tag line and campaign are very much alive and thriving in California.

Conceived by agency Goodby, Silverstein & Partners for the CMPB in 1993, “got milk?” was licensed and adopted by the national Milk Processor Education Program (MilkPEP) for use in their Milk Mustache campaign. Since 1996, however, the work in California and the work from the national board have been totally separate creations, linked only by the “got milk?” tag.

“To paraphrase Mark Twain, reports of the end of “got milk?” are greatly exaggerated,” said Steve James, executive director of the CMPB. “The national milk trade group has decided to move away from its Milk Mustache campaign and develop a new tag line, but “got milk?” and its consumer equity continue to be very much alive in California. We wish them luck, but the fact remains that the California board anticipates using our beloved slogan for many years to come.”

Over the past two decades, “got milk?” regularly tests at the top of all beverage advertising slogans, and remains one of the most honored campaigns in advertising history.

Topics:

Related Articles

About the Author:

Dave Natzke

Dave Natzke joined Dairy Herd Management as Editor in January 2014, bringing decades of dairy industry knowledge and experience. Raised on a northeast Wisconsin dairy farm, he previously served as editor/editorial director for another national dairy publication, as well as managing editor for two weekly agricultural newspapers in Wisconsin, adding up to more than 35 years of experience covering agriculture and the dairy industry. As DHM editor, Natzke oversees editorial content for both print and web, supervises full-time and freelance editorial staff, and provides strategic direction. He is based in Wisconsin Rapids, Wis.